Innovid Tool Bids to End Repetitive Ads

Ad creation and optimization software firm Innovid has launched Harmony Frequency, described as 'the first holistic frequency management solution for CTV and digital advertising' and giving DSPs frequency intelligence across a brand's entire media portfolio before they bid.

Innovid's platform allows users to create, deliver, measure and optimize advertising across connected, linear and digital TV, providing them with always-on intelligence to optimize advertising investment across channels, platforms, screens and devices. The company is headquartered in New York City, with offices across the Americas, Europe and Asia Pacific.

The launch is the latest within the company's Harmony initiative, which aims to 'optimize the CTV and digital ecosystem'. Innovid says controlling how often an ad is seen is a critical component of successful campaigns, and current methods require advertisers and media providers to define frequency caps on a one-to-one basis (one frequency cap per publisher or DSP platform.) - this leads to impressions being shown repeatedly to the same audiences. Harmony Frequency promises advertisers the ability to maximize budgets by reallocating spend to underexposed households, and improve the viewing experience by eliminating ad fatigue. The product is currently in closed beta with clients including Yahoo DSP.

CEO and co-founder Zvika Netter (pictured) comments: 'As viewers, we know all too well that seeing the same ad over and over again leads to creative burnout and annoyance with the brand and the platform or app it was delivered on. As a trusted tech platform for the world's largest advertisers, we also know how overexposure leads to waste, hurts performance, and damages brand reputation. With Innovid's universal view of the CTV and digital ecosystem, we are the thread that ties it all together - we can and have solved frequency management. Harmony Frequency is a testament to our commitment to innovation and our dedication to improving the efficiency and effectiveness of CTV and digital advertising for all'.

Web site: www.innovid.com .